earticle

영어

The role of supervisors in the rapid growing market of Coffee Franchise that boomed in early millenium became an important topic especially when consuming coffee became prevalent among adults and suppliers compete to attract consumers more than ever. Due to lack of poor work environment and conflict from supervisors’ role performances, employee’s turnover rate have not stopped increasing. Past studies revealed that role conflict affect job satisfaction and intent to leave negatively. Studies focusing supervisors’ role conflict and satisfaction that lead to bad impact of job satisfaction and turnover rate is yet to be covered in marketing literature. This study shed a light to supervisors undergoing conflict between coffee franchise headquarters and a member store, and how this conflict affect job satisfaction and intent to leave. From author’s personal experience as a supervisor in coffee franchise industry, I have managed to categorize key factors such 1. conflict between franchise headquarters and member store, 2. individual habitude and role conflict, and 3. individual capacity and role conflict. This study is supported by surveys from supervisors of CafeBene, one of the biggest coffee franchises in South Korea. Preliminary surveys, I gathered total of 169 survey responses from people who currently work as a supervisor in Cafebene, Tom and Toms, Mangosix, Coffee Smith, DropTop and Dunkin Donuts. This however, was limited to Seoul, and Incheon in South Korea. Chronbach’s Alpha was used to measure credibilities of each factors, and regression method was used in data analysis. This revealed that role conflict significantly affected job satisfaction and intent to leave. As for job satisfaction, the relevance was found from the conflict among franchise headquarters and member store which lead negative affect for supervisors. As for intent to leave, positive relevance was found from the conflict between franchise headquarter and member store, along with individual capacity and role conflict. Result describes that first role as a employee, hired by franchise headquarter cause opposing view to the second role as a head manager of member store. Supervisors(head manager) respond to both two parties(headquarter and member store) as a intermediary role, in lots of times face dualism from a confusion in how to act upon who’s benefit. These priority matter put supervisors(head managers) into twofold role to stand either for the headquarter or member store. These conflict along with individual potentials; capacity or habitude affected job satisfaction and intent to leave. At last, sub variables from supervisors’ role conflict were affected by the conflict between franchise headquarter and member store. In order to improve existing drawback, the range of role needs to be clarified along with reformation of preexisting operating system. Feedback structure needs to be modified so that supervisors(head managers) can act as a proper intermediary without being pressured whether to support headquarter of member store. Also, defining essential requirement for job specifics is needed when recruiting supervisors(head managers). If individual habitude can not satisfy the required needs of supervisor, then replacing or relocating human resource can be a start.

한국어

본 연구는 국내 외식시장에서 급격히 성장한 커피프랜차이즈 가맹본부와 가맹점 사이에서 역할을 수행하는 슈퍼바이저가 역할 수행 간에 겪게 되는 갈등이 직무만족과 이직의도에 미치는 영향을 구명하기 위하여 수행되었다. 실제 슈퍼바이저로 근무하면서 동료 슈퍼바이저들과 공감하는 변수들을 채택하였다. 즉, 직무만족과 이직의도에 영향을 미치는 변수로 가맹본부 내 갈등, 가맹본부-가맹점 갈등, 개인성향-역할 갈등, 개인능력-역할 갈등을 채택하였다. 국내에서 매장수가 가장 많은 카페베네를 포함한 커피프랜차이즈의 서울, 인천 등 수도권을 포함 전국매장들을 담당하고 있는 슈퍼바이저를 대상으로 설문분석을 실시하였다. 수집된 자료를 분석한 결과, 연구모형에서 제시한 역할갈등이 직무만족과 이직의도에 유의한 영향을 미쳤으며, 세부적으로는 선행변수들 중에서 직무만족에는 가맹본부-가맹점 갈등과 개인성향-역할 갈등이 부(-)의 방향으로 유의한 영향을, 이직의도에는 가맹본부-가맹점 갈등과 개인능력-역할 갈등이 정(+)의 방향으로 유의한 영향을 미쳤으며, 직무만족은 이직의도에 부(-)의 방향으로 유의한 영향을 미쳤다. 이 같은 연구결과는 슈퍼바이저의 위치 특성상 가맹본부의 직원이면서 1차 고객인 가맹점을 관리해야하는 역할에서 오는 이중적인 역할요구에 대한 갈등이 직무만족과 이직의도에 많은 영향을 미친다는 점이 검증되었다. 또한, 개인의 성향이나 능력에 따라서도 직무만족과 이직의도에 영향을 미친다는 점을 확인하였다. 마지막으로 본 연구의 분석결과를 가맹본부에서 효율적으로 슈퍼바이저를 관리할 수 있는 방안을 제시함과 동시에 연구의 한계점을 제시하여 향후 연구자들에게 도움을 주고자 하였다.